Personalizing a web page outside of a social networking system with content from the social networking system selected based on global information

ABSTRACT

A user device requests a web page from a web server of a third-party website, which is separate from a social networking system. The web server from the third-party website sends a markup language document for the requested web page to the user device which includes an instruction for a browser application running on the user device to incorporate information obtained from the social networking system within the web page. Based on the instruction in the received markup language document, the user device requests personalized content from the social networking system, which generates the requested personalized content based on social information about the user. The user device then renders the web page with the personalized content contained in a frame and displays the rendered web page and the frame to the user.

CROSS-REFERENCE TO RELATED APPLICATIONS

This application is a continuation of U.S. application Ser. No.12/764,928, filed on Apr. 21, 2010, which is hereby incorporated byreference in its entirety.

BACKGROUND

This invention relates generally to social networking, and moreparticularly to extending social content outside of a social networkingsystem by personalizing a third-party website with content from thesocial networking system.

In a typical social networking system, such as a social networkingwebsite, users set up their user profiles and then establish connectionswith other users of the social networking system. The users oftenprovide information about themselves expressly to the social networkingsystem, such as demographic information and/or a list of the users'interests. Users may also provide information about themselvesimplicitly to the social networking system, through their actions on thesystem and interactions with other users. In this way, a socialnetworking system can obtain a rich set of social information about itsusers, which may be used in a great many ways to enhance a user'sexperience online.

However, most websites that a user visits online do not have access tothis rich set of social information, and in fact most do not even knowthe identity of their users. Assembling enough information about auser's social connections for these purposes typically requires a systemto interact with a large number of users over an extended period oftime, and most websites do not have the resources, expertise, or userbase required to build and maintain this social information.Accordingly, these systems will offer an inferior experience, since anycustomization or personalization provided by these sites is unlikely toreflect information about the user's social connections and theiractions.

For example, a news website may provide a number of web pages that eachcontain a story about a particular event. Users of a social networkingsystem may comment about the story, even specifically referring to thatweb page offered by the news website. However, without having access tothis social information about the users, the news website cannotleverage on these useful interactions to enhance the experience of otherusers who visit the news website. Accordingly, it would be beneficial tooffer a mechanism to third-party websites, which are in a domain that isdifferent from a domain of a social networking system, to providepersonalized content for their users based on social information aboutthose users that is maintained by, or otherwise accessible to, thesocial networking system.

SUMMARY

To allow third-party websites to leverage social information maintainedin a social networking system, embodiments of the invention enable athird-party website to incorporate personalized content for a user in aweb page provided by the third-party website. The personalized contentis provided by the social networking system, which maintains socialinformation about the user. The personalized content may be presented ina frame or window of a web page when it is rendered and displayed on auser device.

In one embodiment, a user device requests a web page from a web serverof a third-party website, which is separate from a web server of asocial networking system. The web server from the third-party websitesends a markup language document for the requested web page to the userdevice. The markup language document includes an instruction for abrowser application running on the user device to incorporate within theweb page information obtained from the social networking system. In oneembodiment, the instruction creates a frame within the web page thatcontains content pulled directly from the social networking system(e.g., an iframe). Based on the instruction in the received markuplanguage document, the user device requests personalized content fromthe social networking system, which determines the requestedpersonalized content based on social information about the user.Thereafter, the user device renders the web page with the personalizedcontent contained within the frame and displays the rendered web page tothe user. In this way, the third-party website has a simple mechanismfor incorporating personalized content for the user based on socialinformation, without requiring the third-party website itself tomaintain—or even have access to—the user's social information.

Embodiments of the invention enable various types of personalizedcontent to be provided on the third-party website. In one example, thepersonalized content may comprise a “recent activity” window, whichcontains a selection of actions performed by the user's connections andrelated to a particular web page, or collection of web pages. Theactions may include various actions tracked, or otherwise collected, bythe social networking system that a user may perform in relation to aparticular web page, such becoming a fan of (or “liking” or otherwiseexpressing interest in) the web page, posting a link to the web page, orposting a comment that includes a URL associated with the web page. Forexample, a high-level web page of a news website may contain a windowthat lists a user's friends' posts about stories on the website, whereeach story is associated with a web page. In another example, a retailwebsite may provide web pages associated with various products, whereeach product web page includes a frame that contains reviews of (orlinks thereto), recommendations for, or expressions of interest in, theassociated product by the user's friends, by all users of the socialnetworking system, or by users of the social networking system filteredin some other manner (e.g., by location, age group, etc.).

In another example, the personalized content may comprise a“recommendations” window, which comprises a set of recommended web pagesfor a user based on social information about the user. The web pages maybe associated with a particular domain, such that the window providesthe user with a short listing of web pages within a particular websitethat the user is likely to find interesting. In one embodiment, therecommended web pages are selected based on the number of times that theuser's friends (or connections) in the social networking system haveinteracted with the web pages. For example, a landing page of a newswebsite may recommend web pages within the website that contain storiesthat the user's friends have commented on or shared frequently withinthe social networking system.

The personalized content provided by the social networking system may befiltered and/or ranked based on a number of criteria, including, withoutlimitation, the user's interests, demographic information, the affinityfor other objects in the social networking system, location information,geo-location information, keywords or tags (either dictated by thethird-party website and/or by the user), and a decay factor. Thecriteria may be dictated by the third-party website, for example, bypassing the criteria as a parameter in a URL for drawing the frame, asspecified in the markup language document. For example, a news websitemay not care about the user's location, whereas a restaurant reviewwebsite would care. In such a case, the third-party website may pass aparameter that comprises a flag, indicating to the social networkingsystem whether the personalized content should be filtered to excludecontent that does not match the user's location. It is noted that thethird-party website need not know the user's location, as the filteringmay be done entirely by the social networking system. In anotherembodiment, the filtering and/or ranking need not be specified by thethird-party website, and can instead be perform by the social networkingsystem. For example, the social networking system may personalizecontent for a user by applying an affinity function for the user to eachcontent item, thereby providing the user with the content that is mostlikely to be relevant to the user. A great number of variations andapplications are possible, as will be appreciated.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 is a network diagram of a system for providing personalization ofcontent to a user of a social networking system, in accordance with anembodiment of the invention.

FIG. 2 is a diagram of a social networking system, in accordance with anembodiment of the invention.

FIG. 3 is an interaction diagram of a process for providingpersonalization of content to a user of a social networking system, inaccordance with an embodiment of the invention.

FIG. 4 is a flow chart of a process for obtaining personalization ofcontent that comprises a “recent activity” window that comprises auser's connections' actions in relation to a web page URL, in accordancewith an embodiment of the invention.

FIGS. 5A and 5B are partial screen shots of a rendered frame ofpersonalized content generated from the process of FIG. 4, in accordancewith an embodiment of the invention.

FIG. 6 is a flow chart of a process for obtaining personalization ofcontent that comprises a “recommendations” window that comprises a setof recommended web pages for a user based on social information relatedto the user, in accordance with an embodiment of the invention.

FIGS. 7A and 7B are partial screen shots of a rendered frame ofpersonalized content generated from the process of FIG. 6, in accordancewith an embodiment of the invention.

The figures depict various embodiments of the present invention forpurposes of illustration only. One skilled in the art will readilyrecognize from the following discussion that alternative embodiments ofthe structures and methods illustrated herein may be employed withoutdeparting from the principles of the invention described herein.

DETAILED DESCRIPTION Overview of a Social Networking System Architecture

FIG. 1 is a network diagram of one embodiment of a system 100 forproviding personalized content to a user of a social networking system130. The system 100 includes one or more user devices 110, one or morethird-party websites 120, the social networking system 130 and a network140. For purposes of illustration, the embodiment of the system 100shown by FIG. 1 includes a single third-party website 120 and a singleuser device 110. However, in other embodiments, the system 100 mayinclude more user devices 110 and/or more third-party websites 120. Incertain embodiments, the social networking system 130 is operated by thesocial network provider, whereas the third-party websites 120 areseparate from the social networking system 130 in that they may beoperated by different entities. In various embodiments, however, thesocial networking system 130 and the third-party websites 120 operate inconjunction to provide social networking services to users of the socialnetworking system 130. In this sense, the social networking system 130provides a platform, or backbone, which other systems, such asthird-party websites 120, may use to provide social networking servicesand functionalities to users across the Internet.

The user device 110 comprises one or more computing devices that canreceive input from a user and can transmit and receive data via thenetwork 140. For example, the user device 110 may be a desktop computer,a laptop computer, a smart phone, a personal digital assistant (PDAs) orany other device including computing functionality and datacommunication capabilities. The user device 110 is configured tocommunicate with the third-party website 120 and the social networkingsystem 130 via the network 140, which may comprise any combination oflocal area and/or wide area networks, using both wired and wirelesscommunication systems.

In one embodiment, the user device 110 displays content from thethird-party website 120 or from the social networking system 130 byprocessing a markup language document 116 received from the third-partywebsite 120 or from the social networking system 130 using a browserapplication 120. The markup language document 116 identifies content andone or more instructions describing formatting or presentation of thecontent. By executing the instructions included in the markup languagedocument 116, the browser application 112 displays the identifiedcontent using the format or presentation described by the markuplanguage document 116. For example, the markup language document 116includes instructions for generating and displaying a web page havingmultiple frames that include text and/or image data retrieved from thethird-party website 120 and/or the social networking system 130. Invarious embodiments, the markup language document 116 comprises a datafile including extensible markup language (XML) data, extensiblehypertext markup language (XHTML) data or other markup language data.

In one embodiment, the user device 110 also includes a cookie 114including data indicating whether a user of the user device 110 islogged into the social networking system 130. The cookie 114 indicateswhether the user of the computing device 110 is involved in an activesession where the user device 110 exchanges data with the socialnetworking system 130, allowing modification of the data communicatedfrom the social networking system 130 to the user device 110. Use of thecookie 114 in exchanging data between the user device 110, the socialnetworking system 130 and/or the third-party website 120 is furtherdescribed below in conjunction with FIG. 3.

The third-party website 120 comprises one or more web servers includingone or more web pages 122, which are communicated to the user device 110using the network 140. The third-party website 120 is separate from thesocial networking system 130. For example, the third-party website 120is associated with a first domain while the social networking website isassociated with a separate social networking domain. A web page 122included in the third-party website 120 comprises a markup languagedocument identifying content and including instructions specifyingformatting or presentation of the identified content, as describedabove. In one embodiment, a web page 122 includes a widget 124comprising instructions that, when executed by a browser application 112of a user device 110, retrieve data from the social networking system130 and display the information retrieved from the social networkingsystem 130. For example, the widget 124 comprises an instructionassociated with the social networking system 130 that generates a framewithin the web page that includes information from the social networkingsystem 130. Hence, the widget 124 allows a web page 122 from the thirdparty website 120 to provide personalized content using information fromthe social networking website 130 when the web page 122 is rendered anddisplayed by a browser application 112 of a user device 110.

The social networking system 130 comprises one or more computing devicesstoring a social network, or mapping of a social graph, comprising aplurality of users and providing users of the social network with theability to communicate and interact with other users of the socialnetwork. The social networking system 130 is further described below inconjunction with FIG. 2. In use, users of the social networking system130 add connections to a number of other users of the social networkingsystem 130 to whom they desire to be connected. As used herein, the term“friend” or the term “a connection” refers to any other user of thesocial networking system 130 to whom a user has formed a connection,association, or relationship via the social networking system 130.

Connections may be added explicitly by a user or may be automaticallycreated by the social networking systems 130 based on commoncharacteristics of the users (e.g., users who are alumni of the sameeducational institution). For example, a first user specifically selectsa particular other user to be a friend. Connections in the socialnetworking system 130 are usually in both directions, but need not be,so the terms “user,” “friend” and “connection” depend on the frame ofreference. Connections between users of the social networking system 130are usually bilateral, or “mutual,” but connections may also beunilateral, or “one-way.” For example, if Bob and Joe are both users ofthe social networking system 130 and connected to each other, Bob andJoe are each other's connections. If, on the other hand, Bob wishes toconnect to Joe to view data communicated to the social networking systemby Joe but Joe does not wish to form a mutual connection, a unilateralconnection may be established. The connection between users may be adirect connection; however, some embodiments of a social networkingsystem allow the connection to be indirect via one or more levels ofconnections or degrees or separation.

In addition to establishing and maintaining connections between usersand allowing interactions between users, the social networking system130 provides users with the ability to take actions on various types ofitems supported by the social networking system 130. These items mayinclude groups or networks (where “networks” here refer not to physicalcommunication networks, but rather social networks of people, entities,and concepts) to which users of the social networking system may belong,events or calendar entries in which a user might be interested,computer-based applications that a user may use via the socialnetworking system 130, transactions that allow users to buy or sellitems via the service, and interactions with advertisements that a usermay perform on or off the social networking system. These are just a fewexamples of the items upon which a user may act on a social networkingsystem, and many others are possible. A user may interact with anythingthat is capable of being represented in the social networking system 130or in a third-party website 120, separate from the social networkingsystem 130, coupled to the social networking system 130 via a network140.

The social networking system 130 is also capable of connecting a varietyof entities. For example, the social networking system 130 enables usersto interact with each other as well as third-party websites 120 or otherentities through an API or other communication channels.

The social networking system 130 also includes user-generated content,which enhances a user's interactions with the social networking system130. User-generated content may include anything a user can add, upload,send, or “post,” to the social networking system 130. For example, auser communicates posts to the social networking system 130 from a userdevice 100. Posts may include data such as status updates or othertextual data, location information, photos, videos, links, music orother similar data, content and/or media. Content may also be added tothe social networking system 130 by a third-party through a“communication channel,” such as a newsfeed or stream. Content “items”represent single pieces of content that are represented as objects inthe social networking system 130. In this way, users of the socialnetworking system 130 are encouraged to communicate with each other byposting text and content items of various types of media through variouscommunication channels, increasing the interaction of users with eachother and increasing the frequency with which users interact within thesocial networking system 130.

FIG. 2 is a diagram of one embodiment of a social networking system 130.The embodiment of a social networking website 130 shown by FIG. 2includes a web server 210, an action logger 215, an API request server220, an action log 230, a user profile store 240, and a connection store245. In other embodiments, the social networking website 130 may includeadditional, fewer, or different modules for various applications.Conventional components such as network interfaces, security mechanisms,load balancers, failover servers, management and network operationsconsoles, and the like are not shown so as to not obscure the details ofthe system.

As described above in conjunction with FIG. 1, the social networkingsystem 130 comprises a computing system that allows users to communicateor otherwise interact with each other and access content as describedherein. The social networking system 130 stores user profiles describingthe users of a social network. The user profiles include biographic,demographic, and other types of descriptive information, such as workexperience, educational history, hobbies or preferences, interests,location, and the like. The social networking system 130 further storesdata describing one or more connections between different users in theconnection store 245. The connection information may indicate users whohave similar or common work experience, group memberships, hobbies,educational history, or are in any way related or share commonattributes. Additionally, the social networking system 130 includesuser-defined connections between different users, allowing users tospecify their relationships with other users. For example, user-definedconnections allow users to generate relationships with other users thatparallel the users' real-life relationships, such as friends,co-workers, partners, and so forth. Users may select from predefinedtypes of connections, or define their own connection types as needed.

The web server 210 links the social networking system to one or moreuser device 110 and/or one or more third-party websites 130 via thenetwork 240. The web server 210 serves web pages, as well as otherweb-related content, such as Java, Flash, XML, and so forth. The webserver 210 may include a mail server or other messaging functionalityfor receiving and routing messages between the social networking system130 and one or more user devices 110. The messages can be instantmessages, queued messages (e.g., email), text and SMS messages, or anyother suitable messaging format.

The Application Programming Interface (API) request server 220 allowsone or more third-party websites 120 to access information from thesocial networking system 130 by calling one or more APIs. The APIrequest server 220 may also allow third-party websites 120 to sendinformation to social networking website by calling APIs. For example, athird-party website 120 sends an API request to the social networkingsystem 130 via the network 140 and the API request server 220 receivesthe API request. The API request server 220 processes the request bycalling an API associated with the API request to generate anappropriate response, which the API request server 220 communicates tothe third-party website 120 via the network 140. For example, responsiveto an API request, the API request server 220 collects data associatedwith a user and communicates the collected data to the third-partywebsite 120.

The action logger 215 is capable of receiving communications from theweb server 210 about user actions on and/or off the social networkingsystem 130. The action logger 215 populates the action log 230 withinformation about user actions, allowing the social networking system130 to track various actions taken by its users within the socialnetworking system 130 and outside of the social networking system 130.Any action that a particular user takes with respect to another user isassociated with each user's profile, through information maintained inthe action log 230 or in a similar database or other data repository.Examples of actions taken by a user within the social network 130 thatare identified and stored may include, for example, adding a connectionto another user, sending a message to another user, reading a messagefrom another user, viewing content associated with another user,attending an event posted by another user or other actions interactingwith another user. When a user takes an action within the socialnetworking system 130, the action is recorded in an action log 240. Inone embodiment, the social networking system maintains the action log230 as a database of entries. When an action is taken within the socialnetworking system 130, an entry for the action is added to the actionlog 230.

Additionally, user actions may be associated with an entity outside ofthe core social networking system 130, such as a third-party website 120that is separate from the social networking system website 130. Forexample, the action logger 215 receives data describing a user'sinteraction with a third party website 120 from the web server 210.Examples of actions where a user interacts with a third-party website120 includes a user expressing an interest in a third-party website 120or another entity, a user posting a comment to the social networkingsystem 130 that discusses a third-party website 120, or a web page 122within the third-party website 120, a user posting to the socialnetworking system 130 a Uniform Resource Locator (URL) or otheridentifier associated with a third-party website 120, a user attendingan event associated with a third-party website 120 or any other actionby a user that is related to a third-party website 120. Thus, the actionlog 240 may include actions describing interactions between a socialnetworking system user and a third-party website 120 that is separatefrom the social networking system 130.

The authorization server 235 enforces one or more privacy settings ofthe users of the social networking system 130. A privacy setting of auser determines how particular information associated with a user can beshared. The privacy setting comprises the specification of particularinformation associated with a user and the specification of the entityor entities with whom the information can be shared. Examples ofentities with which information can be shared may include other users,applications, third-party websites 120 or any entity that canpotentially access the information. The information that can be sharedby a user comprises user profile information like profile photo, phonenumbers associated with the user, user's connections, actions taken bythe user such as adding a connection, changing user profile informationand the like.

The privacy setting specification may be provided at different levels ofgranularity. For example, the privacy setting may identify specificinformation to be shared with other users. For example, the privacysetting identifies a work phone number or a specific set of relatedinformation, such as, personal information including profile photo, homephone number, and status. Alternatively, the privacy setting may applyto all the information associated with the user. The specification ofthe set of entities that can access particular information can also bespecified at various levels of granularity. Various sets of entitieswith which information can be shared may include, for example, allfriends of the user, all friends of friends, all applications, allthird-party websites 120, specific third-party websites 120, or allexternal systems. One embodiment allows the specification of the set ofentries comprise an enumeration of entities, for example, the user mayselect a list of third-party websites 120 that are allowed to accesscertain information. Another embodiment allows the specification tocomprise a set of entities along with exceptions that are not allowed toaccess the information. For example, a user may allow all third-partywebsites 120 to access the user's work information but specify a list ofthird-party websites 120 that are not allowed to access the workinformation. Certain embodiments call the list of exceptions that arenot allowed to access certain information a block list. Externalsystems, such as third-party websites 120, belonging to a block listspecified by a user are blocked from accessing the information specifiedin the privacy setting. Note that the various combinations ofgranularity of specification of information and the granularity ofspecification of entities with which information is shared are possible,i.e., all personal information may be shared with friends whereas allwork information may be shared with friends of friends.

For example, a user's privacy setting indicates that a first friend isallowed to access the user's work phone number and the user's mobilephone number while preventing the first friend from accessing otherinformation about the user, such as the user's profile photo or theuser's list of friends. However, the user's privacy setting indicatesthat a second friend is allowed to access the user's friend list. Theinformation associated with a user includes actions taken by a user suchas the action of adding a new friend 330. The user 130 can completelyblock another user or an application from accessing any informationassociated with the user 130. A user or an application that is blockedby the user 130 does not have access to any information associated withuser 130.

The authorization server 235 contains logic to determine if certaininformation associated with a user can be accessed by a user's friends,third-party websites 120 and/or other applications and entities. Forexample, a third-party website 120 that attempts to access a user'scomment about a URL associated with the third-party website 120 must getauthorization from the authorization server 235 to access the user'swork phone number. Based on the user's privacy settings, theauthorization server 235 determines if another user, a third-partywebsite 120, an application or another entity is allowed to accessinformation associated with the user, including information aboutactions taken by the user. For example, the authorization server 235uses a users privacy setting to determine if the user's comment about aURL associated with the third-party website 120 can be accessed by thethird-party website 120. This enables a user's privacy setting tospecify which other users, or other entities, are allowed to receivedata about the user's actions or other data associated with the user.

Additionally, the social networking system 130 maintains data aboutobjects with which a user may interact with using the social networkingsystem 130. To maintain this data, the user profile store 240 and theconnection store 245 store instances of the corresponding type ofobjects maintained by the social networking system 130. Each object typehas information fields that are suitable for storing informationappropriate to the type of object. For example, the user profile store240 contains data structures with fields suitable for describing auser's profile. When a new object of a particular type is created, thesocial networking system 130 initializes a new data structure of thecorresponding type, assigns a unique object identifier to it, and beginsto add data to the object as needed. This might occur, for example, whena user becomes a user of the social networking system 130, the socialnetworking system 130 generates a new instance of a user profile in theuser profile store 240, assigns a unique identifier to the user profile,and begins to populate the fields of the user profile with informationprovided by the user.

The connection store 245 includes data structures suitable fordescribing a user's connections to other users, connections tothird-party websites 120 or connections to other entities. Theconnection stores 245 may also associate a connection type with a user'sconnections, which may be used in conjunction with the user's privacysetting, further described above, to regulate access to informationabout the user.

Personalization of a Third-Party Web Page with Information from theSocial Networking System

FIG. 3 is an interaction diagram of one embodiment of a process 300 forproviding personalized content to a user of a social networking system130 in conjunction with a web page 122. In the embodiment shown by FIG.3, the third-party website 120 is separate from the social networkingsystem 130. For example, the third-party website 120 may be a separateand distinct domain from the domain of the social networking system 130.Initially, a user device 110 requests 310 a web page 122 from thethird-party website 120. For example, a user of the user device 110enters a uniform resource locator (URL) or other identifier associatedwith the web page 122 into a browser application 112 operating on theuser device 110. The browser application 112 identifies the third-partywebsite 120 associated with the received URL or other identifier andrequests 310 a web page 122 associated with the received URL or otheridentifier from the identified third-party website 120.

After receiving the request for the web page 122, the third-partywebsite 120 generates the requested web page 122 using locally-storeddata. For example, the third-party website 120 generates 315 a markuplanguage document 116 describing the content and formatting of the webpage 122 based on stored data. The third-party website 120 includes awidget 124 comprising instructions that, when executed by a browserapplication 112 of a user device 110, retrieve data from the socialnetworking system 130 and display the information retrieved from thesocial networking system 130. For example, the widget 124 comprises oneor more instructions that, when executed by the browser 112, retrieveinformation from the social networking system 130 and generate a framewithin the web page 122 including the retrieved information. In oneembodiment, the widget 124 comprises code that generates an iframewithin the web page 122. The widget 124 includes a uniform resourcelocator (URL), or other web page identifier, associated with the socialnetworking system 130 and may also include one or more parametersdescribing presentation of the frame, or iframe, by the browser 112 ofthe user device 110.

For example, the widget 124 may comprise an instruction such as <ifamesrc=“http://www.socialnetwork.com/widgets/recommendations.php?header=false&amp;height=300&amp;width=500&amp;site=externalwebsite.com scrolling=“no”frameborder=“0” style=“border: medium none; overflow: hidden; height:300px; width: 500px;”></iframe>, which generates an iframe includingdata from the URL www.socialnetwork.com/widgets/recommendations.php andidentifier parameters such as height, width and border style of theiframe. The widget 124 may also include one or more filter criteria usedby the social networking system 130 to generate content for display inthe iframe. In the example widget 124 above, the filter criteria is the“site=externalwebsite.com” parameter. Use of the filter criteria by thesocial networking system 130 is further described below.

Then third-party website 120 then sends 320 the markup language document116 describing the generated web page 122 and including the widget 124to the user device 110 through the network 140. After receiving themarkup language document 116, the browser 112 renders 325 the web page122 based on the content and formatting instructions included in themarkup language document 116. In addition to rendering 325 the web page124, the browser 112 in the user device 110 executes the widget 124 tocreate 330 a frame in the web page 330. Execution of the widget 124 alsocauses the browser 112 to request 340 information from the socialnetworking system 130 for inclusion in the frame via the network 140. Inone embodiment, the browser 112 identifies one or more parameters fromthe widget 124 and transmits the identified parameters to the socialnetworking system 130 when requesting 340 information for inclusion inthe frame. For example, one or more filter criteria are identified fromthe widget 124 and transmitted to the social networking system 130 wheninformation is requested 340, allowing customization of the requestedinformation.

Responsive to receiving the request for information from the browser112, the social networking system 130 checks 545 the user device 110 fora cookie 114. In response to the social networking system 130 checking545 for the cookie 114, the user device 110 sends 550 the cookie 114, ora message associated with the cookie 114, to the social networkingsystem 130. In one embodiment, the existence of cookie 114 indicateswhether the user of the computing device 110 is a user of the socialnetworking system 130 (e.g., whether the user has a valid account withthe social networking system 130). If the user of the computing device110 is a user of the social networking system 130, the cookie 114 maycontain information indicating whether the user is logged into thesocial networking system 130 (e.g., whether the user has a current validsession with the social networking system 130). Checking 545 the userdevice 110 for a cookie 114 thus allows the social networking system 130to authenticate the user session. In other embodiments, the socialnetworking system 130 may just determine whether the user is a user ofthe social networking system 130, e.g., by checking 545 for an existenceof a cookie, without determining whether the user is logged into thesocial networking system 130. Although cookies are described herein forauthenticating the user and/or the user session, any other methods ofuser or session identification or authentication may be used (such asrecognizing a physical token).

If the user associated with the received cookie 114 has beenauthenticated, the social networking system 130 generates 555information for personalization for the user associated with thereceived cookie 116. For example, the social networking system 130generates 355 a “recent activity” window including a selection ofactions associated with a third-party website 120 identified by aparameter from the widget 124. Examples of actions associated with athird-party website 120 may be a friend of the user expressing aninterest in a web page associated with the third-party website 120 or afriend of the user posting a comment including a uniform resourcelocator (URL) associated with the third-party website 120. Generation ofa “recent activity” window by the social networking system 130 isfurther described below in conjunction with FIGS. 4-5B.

As another example, the social networking system 130 generates 355 a“recommendations” window that identifies a set of third-party websites120, or web pages associated with third-party websites 120, based onsocial information about the user. Generation of the “recommendations”window is further described below in conjunction with FIGS. 6-7B. Therecommended web pages may be associated with a domain specified by aparameter of the widget 124. In one embodiment, the domain specified bythe parameter of the widget 124 is the domain associated with thethird-party website 120 from which the web page was requested 310.However, in an alternative embodiment, the domain specified by theparameter of the widget 124 differs from the domain associated with thethird-party website 120 from which the web page is requested. In anotherembodiment, the parameter of the widget 124 may identify multipledomains, allowing the widget to retrieve and present information fromthe multiple domains identified by the parameter of the widget; forexample, a news web site may use the widget to present information fromitself along with information from other affiliated web sites, such as aweather web site and a spots news web site.

For example, the widget 124 may comprise an instruction such as <ifamesrc=“http://www.socialnetwork.com/widgets/recommendations.php?header=false&amp;height=300&amp;width=500&amp;site=externalwebsite.com scrolling=“no”frameborder=“0” style=“border: medium none; overflow: hidden; height:300px; width: 500px;”></iframe>, and the parameter“site=externalwebsite.com” is transmitted by the browser 112 of the userdevice 110 when requesting 340 information for inclusion in the frame.When generating 355 personalized content for a user associated with acookie 114, the social networking system 130 uses the domain“externalwebsite.com” to limit the generated information to actions orother information associated with the domain “externalwebsite.com.” Forexample, the social networking system 130 generates a list of allactions by friends or connections of the user associated with the cookie114 associated with “externalwebsite.com,” and generates 355 informationfor inclusion in the frame from the list of actions associated with“externalwebsite.com” performed by friends or connections of the userassociated with the cookie 114.

However, if the social networking system 130 is unable to authenticatethe user associated with the received cookie 114, the social networkingsystem 130 communicates a prompt for the user to enter authenticationinformation into the user device 110 and generates 355 information forinclusion in the frame based on actions taken by all users of the socialnetworking system 130. Thus, until the social networking system 130receives authentication information associated with the user associatedwith the received cookie 114, the information generated 355 by thesocial networking system 130 may be global information, based on actionsperformed by all users of the social networking system 130 rather thanon actions performed by friends or connections of the user associatedwith the received cookie 114. After receiving and verifyingauthentication information associated with the user associated with thecookie 114, the social networking system 130 generates 355 informationfor inclusion in the frame that is personalized for the user associatedwith the cookie 114, as described above.

Similarly, if the user device 110 does not send 350 a cookie 114 to thesocial networking system 130, it generates 355 information for inclusionin the frame based on actions taken by all users of the socialnetworking system 130 (i.e., global information rather than personalizedcontent). In one embodiment, the social networking system 130 alsoincludes in the frame a prompt for joining, or otherwise using, thesocial networking system 130. Alternatively, the social networkingsystem 130 generates 355 information for inclusion in the frame based onactions taken by all users of the social networking system 130 inresponse to receiving a message from the user device 110 indicating thatno cookie 114 is stored. For example, the social networking system 130generates 355 information from actions associated with a domainidentified by the widget 124 performed by all users of the socialnetworking system 130.

The social networking system 130 then sends 360 the frame content to theuser device 110 through the network 140. The browser application 112included on the user device 110 then renders 365 using the frame usingthe information received from the social networking system 130 (and insome embodiments information generated by the website) and displays 370the web page 122 and the frame, with the information from the socialnetworking system 130 displayed in the frame. By including the widget124 in the markup language document 116 describing a web page 122, thethird party website 120 allows information from the social networkingsystem 130 to personalize content for a user to be displayed along withthe web page 122. Because the widget 124 requests 340 information fromthe social networking system 130 for inclusion in the frame, the thirdparty website 120 does not maintain, or even access, a user's socialinformation, as the social networking system 130 personalizes andfilters content after determining the user's personal information fromthe cookie 116 stored on the user device 110.

FIG. 4 is a flow chart of one embodiment of a process 400 for obtainingpersonalized information from a social networking system 130 thatcomprises a “recent activity” window including actions of a user'sconnections in relation to a web page URL identified by a widget 126 ina markup language document 116 describing a web page 122. FIGS. 5A and5B are partial screen shots of examples of a rendered frame ofpersonalized content generated from the process of FIG. 4.

Once the social networking system 130 receives the request forinformation from the user device 110, the social networking system 130identifies one or more parameters included in the request and retrieves410 content items associated with the one or more parameters. Forexample, one parameter is a uniform resource locator (URL) or other webidentifier that specifies a web page or a domain. In one embodiment, theURL or web identifier specifies a domain associated with the third-partywebsite 120 providing the web page 122 including the widget 124requesting information. Alternatively, the URL or web identifierspecifies a domain different than the domain associated with thethird-party website 120 providing the web page 122 including the widget124 requesting information. In another embodiment, a plurality of URLsor domains are included as parameters in the request, in which caseinformation is retrieved from multiple web pages 122, websites, and/ordomains. For example, specifying a plurality of domains or URLs allowsretrieval of information from websites associated with multiple domainsor retrieval of information from multiple web pages 122 within a domain.Hence, the social networking system 130 may retrieve 410 content itemsassociated with one or more URLs or web identifier associated with thereceived request for information. For example, the social networkingsystem 130 retrieves 410 content items where users express an interestin the URL or web identifier from the request for information, contentitems where users post a comment to the social networking system 130discussing the URL or web identifier from the request for information,content items where users post the URL or web identifier from therequest for information, content items where users attend an eventassociated with the URL or web identifier from the request forinformation or any other action by users logged by the social networkingsystem 130 that is related to the URL or web identifier from the requestfor information.

In response to receiving a cookie 114, or other form of useridentification and authentication, from the user device 110, the socialnetworking system 130 filters 420 the retrieved content items. In oneembodiment, responsive to the cookie 114 identifying a user of thesocial networking system 130, or otherwise authenticating the userand/or user session, the retrieved data is filtered 420 so that contentitems associated with the URL or web identifier from the request forinformation and also associated with friends of the user identified bythe cookie 114 remain. This filtering 420 allows the social networkingsystem 420 to remove content items associated with users that are notconnected to the user identified by the cookie 114. When filtering 420to identify content items associated with users connected to the useridentified by the cookie 114, the social networking system 114 accountsfor a privacy setting associated with each user, which determineswhether or not the user identified by the cookie 114 is able to view oraccess a content item.

In one embodiment, the remaining content items (i.e., the content itemsassociated with both the URL or web identifier from the request forinformation and with users connected to an identified user), are againfiltered 430 according to one or more additional parameters. Forexample, the filtered content items may be again filtered based on theinterests of the user identified by the cookie 116, demographicinformation of the user identified by the cookie 116, the affinity ofthe user identified by the cookie 116 for other objects in the socialnetworking system 130, location information of the user identified bythe cookie 116, keywords or tags (dictated by the third party website120 or the user), a decay factor or any other suitable parameter. In oneembodiment, the social networking system 130 receives the additionalparameters with the request for information, allowing the third partywebsite 120 to specify the criteria by which content items are filteredby the social networking system 130. For example, the request forinformation includes a parameter specified by the third party website120 indicating whether or not to apply a decay factor to the contentitems, allowing different third party websites 120 to remove or maintaincontent items based on the age of the content items. Alternatively, theadditional parameters may be locally maintained or determined by thesocial networking system 130 and/or by the user. For example, the socialnetworking system 130 additionally filters 420 content items by applyingan affinity function associated with the user identified by the cookie116 to the content items, allowing the social networking system 130 toprovide content items most likely to be relevant to the user identifiedby the cookie 116.

A subset of the filtered content items is selected 440 and used toprepare 450 an activity display including the subset of selected contentitems. For example, content items occurring most recently or occurringwithin a specified time interval are selected 440 and used to prepare450 an activity display including the most recent content items or thecontent items occurring within a specified time interval. However, indifferent embodiments, various criteria may be used by the socialnetworking system 130 to select 440 a subset of the filtered contentitems used to prepare 450 an activity display. In one embodiment,content items in the activity display may be aggregated, so if a contentitem is associated with multiple users connected to the identified user,the content items are aggregated and displayed as a single content item.Additionally, if a limited number of content items are associated withthe URL or website identifier and also associated with users connectedwith the user identified by the cookie 114, the activity display mayalso include content items associated with any user of the socialnetworking system 130 and associated with the URL or website identifier.For example, if less than a threshold number of content items areassociated with the URL or website identifier and also associated withusers connected with the user identified by the cookie 114, additionalcontent items associated with the URL or website identifier are selected440 from any content items associated with the URL or websiteidentifier.

FIG. 5A shows an example of a rendered frame of personalized content510A including an activity display including a subset of the filteredcontent items. The rendered frame of personalized content 510A includescontent items associated with a specified domain and also associatedwith friends of a user identified by a cookie 114 from the user device110. Display of the rendered frame of personalize content 510A allows aweb page from a third-party website 120 to be augmented withpersonalized information from the social networking system 130 tailoredto the identified user.

However, if the received cookie 114, or other authenticationinformation, identifies a user of the social networking system 130 thatis not logged into, or otherwise has a valid session with, the socialnetworking system 130, or if no cookie 116, or other authenticationinformation, is received by the social networking system 130, theretrieved content items associated with the URL or web identifierassociated with the received request for content are not additionallyfiltered. Hence, if an identified user is not logged into, or otherwisehas a valid session with, the social networking system 130 or if no useris identified, content items are selected 440 from all content items inthe social networking system 130 associated with the URL or webidentifier associated with the received request for content. Whenpreparing 450 the activity display from the content items, the socialnetworking system 130 includes a prompt for authentication informationin the activity display. For example, the activity display includes arequest for a login and password in addition to content items selected440 from all content items associated with the URL or web identifierassociated with the received request for content. This allows the webpage 122 to present information from the social networking system 130,even though the information is based on content items provided by usersof the social networking system 130 that are not necessarily connectedto an identified user.

FIG. 5B shows an example of a rendered frame of personalized content510B presenting an activity display that includes a subset of contentitems from all users of the social networking system 130 associated witha URL or web identifier associated with the received request forinformation. The activity display presented by the rendered frame ofpersonalized content 510B includes a login portion 520 prompting entryof authentication information, such as a login and password, specifyinga user of the social networking system 130.

In one embodiment, the social networking system 130 aggregates thecontent items in the activity display. The aggregation may be based on acommon element of the content items, such as by URL. For example, theframe may include an aggregation of a plurality of content items thatare each associated with the same URL, such as “5 of your friendscomments on this URL.” The aggregation may also be for a given timeperiod, which may exclude older content items, such as “6 people likedthis in the last minute.” In this way, the social networking system 130determines content items for the personalized content in the frame whilepreventing redundant stories. This may also beneficially show trends ina particular user's social information.

FIG. 6 is a flow chart of one embodiment of a process 600 for obtainingpersonalization information from a social networking system 130 thatcomprises a “recommendations” window including a set of recommended webpages for a user based on social information about the user. FIGS. 7Aand 7B are partial screen shots of a rendered frame of personalizedcontent generated from the process of FIG. 6, in accordance with anembodiment of the invention.

Once the social networking system 130 receives the request forinformation from the user device 110, the social networking system 130obtains 610 a set of uniform resource locators (URLs) or other web pageidentifiers associated with a uniform resource locator (URL) or otherweb identifier that specifies a web page or a domain included in therequest for information. For example, the social networking system 130obtains 610 all URLs included in a domain identified by the URL includedin the request for information. Based on activity associated with theobtained URLs, the social networking system 130 selects 620 a subset ofthe most active obtained URLs. In one embodiment, the social networkingsystem 130 counts the number of content items associated with each ofthe obtained URLs and identifies a predetermined number of URLs havingthe largest number of associated content items as the most active URLs.For example, the social networking system 130 selects 620 apredetermined number of obtained URLs based on the number of contentitems where users express an interest in an obtained URL, the number ofcontent items where users post a comment in the social networking system130 discussing an obtained URL, the number of content items where userspost an obtained URL, the number of content items where users attend anevent associated with an obtained URL and/or the number of any otheractions by users that are related to the obtained URL.

The social networking system 130 ranks 630 the predetermined number ofobtained URLs according to social information associated with a user.The social networking system 130 identifies the user using a cookie 114received from the user device 110. In one embodiment, responsive to thecookie 114 identifying a user of the social networking system 130 andthat the user is logged into, or otherwise has a valid session with, thesocial networking system 130, the social networking system 130 ranks 630the predetermined number of obtained URLs according to socialinformation of the identified user. For example, the number ofinteractions with an obtained URL by friends of the identified user,application of an affinity function associated with the identified userto an obtained URL, a time decay and a popularity of an obtained URLamong all users of the social networking system 130 is used to rank 630the predetermined number of obtained URLs.

In one embodiment, after ranking 630 the predetermined number ofobtained URLs, the social networking system 130 filters 640 the rankedURLs using one or more additional parameters. For example, the rankedURLs items may be filtered based on the interests of the identifieduser, an affinity of the identified user, location information of theidentified user, keyword or tag, or any other suitable parameter. In oneembodiment, the social networking system 130 receives the additionalparameters with the request for information, allowing the third partywebsite 120 to specify the criteria by which URLs are filtered.Alternatively, the additional parameters may be locally maintained ordetermined by the social networking system 130.

The social networking system 130 then selects 650 the highest rankedURLs and prepares 660 a recommendations display including the selectedURLs. If the ranked URLs are filtered 640 by one or more additionalparameters, the highest ranked URLs remaining after the filtering 640are selected 650 and used to prepare 660 the recommendations display.

FIG. 7A shows an example of a rendered frame of personalized content710A including a recommendations display presenting URLs recommendedbased on social information of an identified user. For example, therendered frame of personalized content 710A includes URLs within anidentified domain likely to be of interest to the identified user.Displaying the rendered frame of personalized content 710A allows a webpage 122 from a third party website 120 to be augmented withpersonalization information from the social networking system 130suggesting additional URLs included in the third party website 120likely to be of interest to the identified user.

However, if the social networking system 130 does not identify a userthat is logged into, or otherwise has a valid session with, the socialnetworking system 130, the social networking system 130 selects apredetermined number of most active URLs and selects 650 a number of themost active URLs. For example, the social networking system 130 selectsa predetermined number of obtained URLs based on the number of contentitems where users express an interest in an obtained URL, the number ofcontent items where users post a comment to the social networking system130 discussing an obtained URL, the number of content items where userspost an obtained URL, the number of content items where users attend anevent associated with an obtained URL and/or the number of any otheractions by users that are related to the obtained URL. When the socialnetworking system 130 is unable to identify a user or is unable toidentify a user that is logged into, or otherwise has a valid sessionwith, the social networking system 130, URLs are selected 650 from themost active URLs and used to prepare 660 the recommendations display.Hence, the URLs included in the recommendations display are based onactivity associated with URLs performed by all users of the socialnetworking systems 130, rather than based on social informationassociated with an identified user.

In one example, the social networking system 130 identifies the domain“externalwebsite.com” from a request for content from the user device110. The social networking system 130 then obtains 610 a set of uniformresource locators (URLs) or other web page identifiers associated with“externalwebsite.com.” For example, the social networking system 130obtains 610 URLs of web pages included in “externalwebsite.com.” Thesocial networking system 130 then selects 620 a subset of the URLsincluded in “externalwebsite.com” based on activities by users of thesocial networking system 130 associated with the URLs included in“externalwebiste.com.” For example, for each URL included in“externalwebsite.com,” the social networking system 130 determines atotal of number of users indicating an interest in a URL, the number ofusers sharing the URL and the number of comments associated with the URLmade by users and selects 620 a subset of URLs having the largest total.

After selecting 620 the subset of URLs, if the social networking system130 determines that the user device 110 includes a cookie 114, or otherauthenticating data, identifying a user of the social networking system130, the selected URLs may be ranked 630 according to social informationof the identified user. For example, the subset of URLs are ranked 630according to the number of interactions with a URL by friends of theidentified user. If no cookie 114, or other authenticating information,is stored by the user device 110, the social networking system 130 doesnot rank the subset of the URLs.

The subset of URLs are then filtered 640 by one or more additionalparameters. In one embodiment, the criteria used for filtering 640 theURLs are influenced by the URL included in the request for content. Forexample, if “externalwebsite.com” is a news website, the subset of URLsare filtered using a time decay to remove URLs outside of a specifiedtime interval or to identify more recent URLs. As another example, if“externalwebsite.com” supplies local reviews, an affinity functionassociated with an identified user filters 640 the URLs to identify URLslikely to be aligned with the identified user's interests, and the URLsmay be further filtered by location information to remove URLsassociated with locations that are not near the user's location. Afterfiltering, the highest ranked URLs are selected 650 and included in arecommendations display. If the social networking system 130 is unableto identify a cookie 114 or other authenticating data stored by the userdevice 110, the recommendations display also includes a login portion,as illustrated below in conjunction with FIG. 7B.

FIG. 7B shows an example of a rendered frame of personalized content710B presenting an activity display including a recommendations displaypresenting URLs recommended based on interactions with URLs by multipleusers of the social networking system 130. For example, the renderedframe of personalized content 710B includes URLs within identifieddomains that are most frequently accessed by users of the socialnetworking system 130. The recommendations display presented by therendered frame of personalized content 710B includes a login portion 720prompting entry of authentication information, such as a login andpassword, specifying a user of the social networking system 130.Displaying the rendered frame of personalized content 710B allows a webpage 122 from a third party website 120 to be augmented with informationfrom the social networking system 130 identifying URLs included in thethird party website 120 that have been frequently accessed by users ofthe social networking system 130.

SUMMARY

The foregoing description of the embodiments of the invention has beenpresented for the purpose of illustration; it is not intended to beexhaustive or to limit the invention to the precise forms disclosed.Persons skilled in the relevant art can appreciate that manymodifications and variations are possible in light of the abovedisclosure.

Some portions of this description describe the embodiments of theinvention in terms of algorithms and symbolic representations ofoperations on information. These algorithmic descriptions andrepresentations are commonly used by those skilled in the dataprocessing arts to convey the substance of their work effectively toothers skilled in the art. These operations, while describedfunctionally, computationally, or logically, are understood to beimplemented by computer programs or equivalent electrical circuits,microcode, or the like. Furthermore, it has also proven convenient attimes, to refer to these arrangements of operations as modules, withoutloss of generality. The described operations and their associatedmodules may be embodied in software, firmware, hardware, or anycombinations thereof.

Any of the steps, operations, or processes described herein may beperformed or implemented with one or more hardware or software modules,alone or in combination with other devices. In one embodiment, asoftware module is implemented with a computer program productcomprising a computer-readable medium containing computer program code,which can be executed by a computer processor for performing any or allof the steps, operations, or processes described.

Embodiments of the invention may also relate to an apparatus forperforming the operations herein. This apparatus may be speciallyconstructed for the required purposes, and/or it may comprise ageneral-purpose computing device selectively activated or reconfiguredby a computer program stored in the computer. Such a computer programmay be stored in a non-transitory, tangible computer readable storagemedium, or any type of media suitable for storing electronicinstructions, which may be coupled to a computer system bus.Furthermore, any computing systems referred to in the specification mayinclude a single processor or may be architectures employing multipleprocessor designs for increased computing capability.

Embodiments of the invention may also relate to a product that isproduced by a computing process described herein. Such a product maycomprise information resulting from a computing process, where theinformation is stored on a non-transitory, tangible computer-readablestorage medium and may include any embodiment of a computer programproduct or other data combination described herein. For example, in oneembodiment the computer-readable storage medium contains a markuplanguage document for being rendered by a web browser applicationexecuting on a computer system. In this embodiment, the markup languagedocument comprises information items encoded in a markup languagecomprising instructions for rendering information from a third-partywebsite in a web browser application, as well as instructions to a webbrowser application to retrieve information associated with a user of asocial networking system, as described herein.

Finally, the language used in the specification has been principallyselected for readability and instructional purposes, and it may not havebeen selected to delineate or circumscribe the inventive subject matter.It is therefore intended that the scope of the invention be limited notby this detailed description, but rather by any claims that issue on anapplication based hereon. Accordingly, the disclosure of the embodimentsof the invention is intended to be illustrative, but not limiting, ofthe scope of the invention, which is set forth in the following claims.

What is claimed is:
 1. A method comprising: requesting a web page from aweb server, wherein the web page is within a domain of a third-partywebsite that is different from a domain of a social networking system;receiving at a user device a markup language document for the requestedweb page; requesting information from the social networking system forpresentation within the requested web page, wherein requestinginformation from the social networking system comprises sending aninstruction to the social networking system to select the requestedinformation based on one or more actions stored by the social networkingsystem; providing to the social networking system an indication ofwhether the user has an existing session with the social networkingsystem by allowing the social networking system to access a cookiestored on the user device; receiving the requested information from thesocial networking system, wherein the received requested information wasdetermined by the social networking system based on actions stored bythe social networking system and describing interactions taken by allusers of the social networking system responsive to the indicationprovided to the social networking system specifying the user does nothave an existing session with the social networking system; renderingthe web page and the content based on the obtained information withinthe web page; and displaying the rendered web page.
 2. The method ofclaim 1, wherein requesting information from the social networkingsystem comprises providing to the social networking system one or moreparameters for selecting the requested information, wherein therequested information received from the social networking system isselected based on the parameters.
 3. The method of claim 2, wherein theone or more parameters include at least a URL, domain, or networkaddress for the requested information.
 4. The method of claim 2, whereinthe one or more parameters include at least a parameter selected from agroup consisting of: keywords, interests, demographic information,location information, geo-location information, an instruction to applyaffinity criteria, and an instruction to apply a decay factor.
 5. Themethod of claim 1, wherein the received requested information includes aprompt for the user to establish a session with the social networkingsystem.
 6. The method of claim 5, further comprising: responsive toreceiving an interaction with the prompt for the user to establish thesession with the social networking system, providing to the socialnetworking system an indication the user has established the sessionwith the social networking system; receiving modified information fromthe social networking system, wherein the received modified informationwas determined by the social networking system based on socialinformation associated with the user; rendering the web page includingthe received modified information; and displaying the rendered web pageincluding the received modified information.
 7. The method of claim 6,wherein the received modified information comprises a set of contentitems that relate to (1) one or more actions performed by one or moreother users with whom the user has established a connection in thesocial networking system, and (2) at least one specified URL or domain.8. The method of claim 1, wherein the requested information receivedfrom the social networking system comprises a set of content items thatrelate to actions performed by all users of the social networking systemand to one or more domains or uniform resource locators (URLs).
 9. Themethod of claim 8, wherein the set of content items is determined basedon one or more of: a number of content items where users of the socialnetworking system express an interest in a URL, a number of contentitems where users of the social networking system post a comment to thesocial networking system discussing the URL, a number of content itemswhere users of the social networking system post the URL, and a numberof content items where users of the social networking system attend anevent associated with the URL.
 10. A method comprising: receiving at aserver of a social networking system a request for information based onan instruction in a markup language document, wherein the request forinformation is responsive to a request for a web page of a third-partywebsite that is within a domain of a third-party website that isdifferent from a domain of the social networking system, and the requestindicates to select the requested information based on one or moreactions stored by the social networking system; identifying a userassociated with the request by accessing a cookie stored on a userdevice from which the request was received; determining whether the userhas an existing session with the social networking system; responsive todetermining the user does not have an existing session with the socialnetworking system, determining the requested information based on socialinformation associated with the user based on actions stored by thesocial networking system and describing interactions taken by all usersof the social networking; sending the requested information as contentdisplayed within the web page; responsive to receiving a request fromthe user to establish a session with the social networking system,determining modified information based on social information associatedwith the user based on social information associated with the user, themodified information comprising a set of content items that relate to(a) one or more actions performed by one or more other users with whomthe user has established a connection in the social networking systemand (2) at least one specified URL or domain; and sending the modifiedinformation for display as content within the web page in place of therequested information.
 11. The method of claim 10, wherein the requestfor information comprises one or more parameters for selecting therequested information, and wherein the determined requested informationis selected based on the parameters.
 12. The method of claim 11, whereinthe one or more parameters include at least a URL, domain, or networkaddress for the requested information.
 13. The method of claim 11,wherein the one or more parameters include at least a parameter selectedfrom a group consisting of: keywords, interests, demographicinformation, location information, geo-location information, aninstruction to apply affinity criteria, and an instruction to apply adecay factor.
 14. The method of claim 10, wherein the requestedinformation includes a prompt for the user to establish a session withthe social networking system.
 15. The method of claim 10, wherein therequested information comprises a set of content items that relate toactions performed by all users of the social networking system and toone or more domains or uniform resource locators (URLs).
 16. A computerprogram product comprising a non-transitory computer-readable storagemedium having encoded thereon: content from a third-party website, thethird party web site different from a domain of a social networkingsystem; instructions that, when executed by a processor, cause theprocessor to: request information from the social networking system bysending an instruction to the social networking system to select therequested information based on one or more actions stored by the socialnetworking system; provide to the social networking system an indicationof whether a user associated with a user device including the processorhas an existing session with the social networking system by allowingthe social networking system to access a cookie stored on the userdevice including the processor; receive the requested information fromthe social networking system, wherein the received requested informationwas determined by the social networking system based on actions storedby the social networking system and describing interactions taken by allusers of the social networking system responsive to the indicationprovided to the social networking system specifying the user does nothave an existing session with the social networking system; render a webpage including the content from the domain of a third-party website thatis different from a domain of the social networking system and alsoincluding content rendered from the requested information received fromthe social networking system, and display the rendered web page on theuser device.
 17. The computer program product of claim 16, furthercomprising instructions that, when executed by the processor, cause theuser device to request information from the social networking system byproviding to the social networking system one or more parameters forselecting the requested information, wherein the requested informationreceived from the social networking system is selected based on theparameters.
 18. The computer program product of claim 17, wherein theone or more parameters include at least a URL, domain, or networkaddress for the requested information.
 19. The computer program productof claim 17, wherein the one or more parameters include at least aparameter selected from a group consisting of: keywords, interests,demographic information, location information, geo-location information,an instruction to apply affinity criteria, and an instruction to apply adecay factor.
 20. The computer program product of claim 16, wherein thereceived requested information includes a prompt for the user toestablish a session with the social networking system.
 21. The computerprogram product of claim 20, further comprising instructions that, whenexecuted by the processor, cause the user device to: provide anindication the user has established the session with the socialnetworking system responsive to receiving an interaction with the promptfor the user to establish the session with the social networking system;receive modified information from the social networking system, whereinthe received modified information was determined by the socialnetworking system based on social information associated with the user;render the web page including content based on the received modifiedinformation within the web page; and display the rendered web pageincluding the content based on the received modified information.